Thought leadership and content marketing
Build trust and brand credibility through a future proof content and thought leadership approach.
B2B buyers expect real value. Does your content strategy hit the mark?
In today’s complex business world, quality content is king and authentic thought leadership is as valuable to a brand as the products or services it sells. Thought leadership and content extends from strategic differentiation. Companies who contribute to dialogue, rather than distracting from it, are often considered thought leaders.
Manning & Co. approaches this kind of leadership from a strategic level. Establishing a firm or an individual as a thought leader requires consistent and diligent effort. We work with our clients to analyse the market, competitive landscape and emerging future trends. We then identify the gaps that exist in the market place and determine the areas you can develop strong and differentiated thought leadership. We also evaluate your content requirements and can map out your top of the funnel, middle of the funnel and bottom of the funnel content mix with full copywriting and content capabilities.
How we do it
Introducing our 3M Approach
Good content is strategic and purposeful—designed to build trust, credibility, and drive growth. It focuses on your customer’s needs, offering insights that address their pain points and encourage action. A solid content mix should guide audiences through every stage of the sales funnel.
1. Content audit and mapping
We conduct an audit of your current content in conjunction with hosting a content strategy session with you and your team or having a brief discovery session. This will help us map your existing content based on our analytical approach and we can then identify where there are gaps and what the content strategy should look like.
2. Content modelling
Once we have determined what you need based on your business strategy, pain points and future plans, we put together a content strategy and actionable plan that will contain a mix of big rock content assets and more technical, middle and bottom of the funnel pieces too (i.e. use case studies, FAQs etc).
3. Content moulding
We then can go into an action plan with you knowing what content can be repurposed, what needs to be developed moving forward, whether you need creative development alongside the content (i.e. visual graphics, infographics etc) as well as what you might need for different markets if you are a global business.
What we do
Content strategy
- Thought leadership gap analysis
- Thought leadership recommendations
- Content audits
- Content mapping
- Content gap analysis
- Content curation
- Video and animation scriptwriting and storyboarding,
- Podcast conceptualisation, scripting, producing
- Copywriting (digital and print)
- Ghost writing
Types of content
- Thought leadership, data-driven reports
- White papers/discussion papers
- E-guides and practical, how-to pieces
- Long form
- Short form blogs
- Social media content (both company and executives)
Types of content
- SEO/GEO and website content
- Podcast
- Case studies and customer success stories
- Executive interviews/ leadership profiling /Opinion pieces
- Email newsletters and campaigns
- Infographic and visual explainers
Frequently asked questions
Have questions about Thought Leadership and Content Marketing? Find your answers to the side.
What is thought leadership, and why is it important?
Thought leadership positions your brand as a trusted authority, shaping industry conversations, influencing decision-makers, and building lasting trust.
Why should I have a content strategy?
A clear content strategy aligns messaging with business goals, ensuring consistency, relevance, and measurable impact across all channels.
How do you identify the right topics for our thought leadership?
We combine market insights, audience research, and industry trends with your expertise to craft timely, relevant topics that strengthen your positioning.
How does Manning & Co. ensure our content stands out globally?
We blend strategic storytelling with cultural and market insights, creating content that resonates across regions while reinforcing your unique brand voice.
What results can we expect from thought leadership and content strategy?
Our approach drives brand visibility, audience engagement, and business growth, with measurable outcomes aligned to your strategic objectives.
